Austrian PR trust seal – based on ICCO‘s ConsultancyManagement Standard (CMS)

Past and challenges

CMS certification in Austria so far

Since 2004: Only available for agencies

Shrinking over the years from 20 to 11 certified agencies

No resources for PR and marketing – not known to clients and decision-makers

Only technical processes certified – no day-to-day work, no permanent controls, no sanctions

No local / Austrian auditors – no PR background of auditors

Our Goals

The new Quality certification for the Austrian PR industry

Credible reaction to different scandals and a loss of trust

Strict criteria, practically oriented, not only self-commitment but external audits/control

Accepted and well-known at clients, business partners, media und decision makers in politics

To be used by the entire PR industry (Agencies, In-house, NGO, .gov)

Positive impact on business and image of the PR industry

Extend the existing CMS certification from

PR agencies

to in-house PR departments of

Companies Institutions NGO

New target groups

CMS process criteria further developed

Including Ethic guidelines and codices

and

to-to-day implementation

Contracts with clients and suppliers Employee trainings Media relations Dos and Don‘ts, etc. Sanctions

New target group, more criteria content

The AUSTRIAN PR TRUST SEAL

StandardsDevelopment, Controllling

InstitutionalPartners

Agenturen

StandardsDevelopment, Controllling

External Auditor / Certification partner „xero“ – www.xero.at

InstitutionalPartners

Agenturen

StandardsDevelopment, Controllling

Trainings

External Auditor / Certification partner „xero“ – www.xero.at

InstitutionalPartners

Agenturen

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

External Auditor / Certification partner „xero“ – www.xero.at

InstitutionalPartners

Agenturen

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

InstitutionalPartners

Agenturen

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

InstitutionalPartners

Agenturen

In-house PR departments

Agencies

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

InstitutionalPartners

Agenturen

In-house PR departments

Agencies

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

Indivudual Consultants /

Experts

Institutions, .gov, NGO

etc.

InstitutionalPartners

Agenturen

InstitutionalPartners

Agenturen

€=???

In-house PR departments

Agencies

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

Indivudual Consultants /

Experts

Institutions, .gov, NGO

etc.

InstitutionalPartners

Agenturen

In-house PR departments

Agencies

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

Indivudual Consultants /

Experts

Institutions, .gov, NGO

etc.

InstitutionalPartners

Agenturen

€

In-house PR departments

Agencies

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

Indivudual Consultants /

Experts

Institutions, .gov, NGO

etc.

InstitutionalPartners

Agenturen

€

Subventions, certification fees, yearly trust seal fees

In-house PR departments

Agencies

StandardsDevelopment, Controllling

Trainings

Audits / Certifications

Public RelationsAdvertising, Marketing

External Auditor / Certification partner „xero“ – www.xero.at

Indivudual Consultants /

Experts

Institutions, .gov, NGO

etc.

InstitutionalPartners

Agenturen

€

Subventions, certification fees, yearly trust seal fees